Abstract:

The rapid expansion of data-driven technologies has significantly transformed how organisations operate, interact with customers, and make strategic decisions. However, this increasing reliance on data science has also raised critical concerns regarding public awareness, ethical considerations, and responsible data usage. This study examines the level of public understanding of data science applications, perceptions of organisational transparency, and concerns surrounding privacy and misuse of personal information. The findings reveal that while young and educated respondents demonstrate moderate awareness of how organisations use and collect data, they remain highly cautious about issues such as unauthorised data sharing, third-party sales, and tracking without consent. The study also highlights that most individuals support stricter regulations and believe that organisations prioritise profits over ethical practices, indicating a gap in trust and accountability. Furthermore, respondents strongly emphasise the need for customer consent and advocate for organisational responsibility to ensure ethical data usage. Based on the insights drawn, this study underscores the importance of strengthening digital literacy, enhancing organisational transparency, and establishing robust governance frameworks. The research contributes to the broader discussion on ethical data science by offering strategies to improve public trust and responsible data practices.

Keywords:

Data Science, Ethical Data Use, Public Awareness, Data Privacy, Organisational Transparency, Data Governance, Consumer Perception.

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Methods